~ Legislation on vapes may have changed but what about the culture? ~
The UK’s ban on single-use vapes has two core aims; to make vaping less appealing to young people while still acting as a smoking cessation tool, and an environmentally friendly initiative by reducing waste and incentivising a transition to reusable products. The ban came into force on June 1, 2025, and one Financial Times report suggests the ban has not had much of an effect in the short time it has been implemented. So, what is the reduced-risk nicotine product market expected to look like in the months and years ahead? Here, nicotine testing and regulatory consultancy Broughton, examines the current situation.
It can take time for a culture to change. At the time of writing, we are only several weeks into the legislation’s enforcement. With vast appeal, it is unsurprising that manufacturers sought ways to engineer their products so they could retain that same appeal while aligning with the legislation. The Financial Times investigation sampling corner shops and retailers in London and the South East of England highlights that the look and feel of the new reusable products is similar to its popular predecessor.
In our whitepaper from 2024, which looked ahead to now, we suggested that disposables manufacturers would switch to reusable systems, such as pod-based vapes, and keep the look and taste as similar as possible to current products, and that the bright colours and packaging on the products should change. Judging by those still on the market, it appears that those packaging redesigns have not yet taken place.
The reusable systems highlighted in the Financial Times investigation show how easily manufacturers appear to have transitioned, but a loophole may have been exploited by retailers as a disproportionate amount of reusable vapes are sold compared to the amount of cartridge refills, where shops are not mandated to sell a proportional number of refills compared to vape products available. This, however, could be explained by the teething problems of transitioning to new conditions.
The inclusion of USB ports is another example of how manufacturers have technically complied with the law while retaining aspects of single-use culture. Though these devices are reusable, the report highlights that the disposable mindset persists, undermining the legislation’s environmental goals so far.
Disposables and alternatives
The Financial Times also reported that almost a third of retailers are selling, and prominently displaying, disposable vapes.
Despite the early findings highlighted in the report there are some suggestions of a gradual change occurring. Specialist retailers, for example, reported a rise in product sales related to reusable products, suggesting that these retailers have been better prepared for the transition compared to other outlets and retailers.
This still leaves space for pod-based devices to become the leader. Prior to the rise of disposable vapes, pod-based systems were the main consumer product. Given that many manufacturers of the single-use systems such as Elf Bar and BAT have reusable products in their portfolio, they still seem the likely replacement.
By using a device where a user can swap a new pod into the device and continue to use it, rather than dispose of the entire system after use may see the environmental benefits of the legislation, including rare metals and electronics used for longer, was intended to produce, bear fruit. There is, however, a danger that the reusable devices that are currently on the market are following the same path as disposable vapes when appealing to younger people. If this continues, further legislative intervention may be required, despite government recognition of vaping’s contribution to smoking cessation.
Many other reduced risk nicotine products are prevalent on the market including nicotine pouches, while there is also an increase in heated tobacco products, with the latter expected to be worth £448 million by the end of 2025, a five per cent increase on the previous year.
Retailers and manufacturers are bound to experience some turbulence when transitioning to new products, and there may be further legislative changes to come, including the closure of certain loopholes, to ensure it meets public health and environmental goals.
Manufacturing and providing products to retailers that are compliant can help uphold this law, and working with reputable partners across product design, testing, stability studies and regulatory approval, can help ensure your products is up-to-date with current standards. To find out how Broughton can help you stay compliant in the market, visit its website.
